Datamars
Capturing Australia’s Farmers for Datamars
A grassroots campaign for Datamars to leverage changing legislation
Datamars Livestock, a global leader in animal electronic identification (EID) systems, recognised an opportunity as Australia’s mandatory livestock tagging laws, starting in 2025, would affect over 100,000 farmers. They needed a campaign to stand out in a crowded market and connect with farmers on a personal level.
While competitors offered products with minimal engagement, we knew the key was to embrace Datamars’ partnership model, showing farmers they weren’t just another number. The campaign had to speak directly to their unique needs.
Empowering Farmers, Creating Connection
Collaborating closely with Datamars Livestock, we crafted a campaign that placed farmers at the heart of the narrative. The central message, "You’ve got the farming, we’ve got the tech," assured them that Datamars understood their challenges. This message guided the campaign, shaping every deliverable and creating content that resonated deeply with the audience.
Farmers became more than just customers; they were advocates. We encouraged user-generated content (UGC) and testimonials, making real farmers the face of the campaign. These advocates reflected the audience, sharing their language, challenges, and culture.
An Authentic, Australian Go-to-Market Campaign
Using authentic Australian colloquialisms and insights, we developed a multi-channel campaign centred on the real farmers impacted by the legislative changes. The campaign featured a distinctive visual identity across digital, PR, out-of-home (OOH), radio, print, live events, and B2B sales. A tailored sales toolkit provided guidance on how to communicate the campaign effectively.
Key real-world engagements included trade shows and events, crucial for reaching farmers directly. A bespoke microsite served as the campaign’s central hub, creating a seamless user journey from awareness to purchase. In-store promotions and a competition to support local sports teams fostered a sense of community, helping to build trust.
A Dual-Focused Strategy
The campaign was designed to speak both to farmers and to resellers who would promote Datamars products. In-depth research, stakeholder interviews, and creative workshops informed a strategy that reached farmers at every media touchpoint, ensuring both audience and resellers felt connected to the Datamars Livestock brand.
This case study highlights how Datamars succeeded by putting farmers first, creating lasting connections, and positioning itself as the trusted partner in Australia’s evolving agricultural landscape.
Geoff Stephens
Strategic Marketing Lead, Datamars Livestock